Browsing by Subject "Redesign"

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    Collaborative redesign of used clothes as a sustainable fashion solution: exploring consumer interest and experience.
    (2011-12) Janigo, Kristy Ann
    Consumers’ clothing disposal decisions have lasting effects because the decomposition process of certain materials can span several decades (Fletcher, 2008; Black, 2008). Unfortunately, only 48% of post-consumer used clothing is recycled (Chen & Burns, 2006). The primary aim of this mixed methods study was to explore the viability of a service or business involving consumers in redesigning their used garments as a sustainable alternative to disposal. Through focus groups discussions and questionnaires with closed-ended items, I sought to answer who potential redesign consumers are and therefore the appropriate target market for the service. I collaborated with participants to conceptualize practical, executable redesign plans for their garments. After all redesigned garments were returned, consumers provided their feedback in focus groups and questionnaires. These suggestions may be used to develop recommendations for future redesign businesses. A total of 27 mostly Caucasian (89%) women ages 18-62 participated, and 27 corresponding garment redesigns were completed. Although not motivated by environmental concerns to modify their clothing purchase behavior, the women were comfortable with used clothing and were interested in using a redesign service in the future. Participants indicated they were mostly satisfied with their redesigned garment and will continue to wear their garments for a mean of approximately two additional years. They were willing to pay $50 to $60 for the service. Many (52%) suggested redesign could be marketed as a social experience to commemorate life events (i.e., engagement or marriage) among women, similar to a Tupperware® or Mary Kay® event.
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    A Sustainable Fashion Business Opportunity? Exploring Clothing Redesign with the Theory of Planned Behavior
    (2015-12) Janigo, Kristy
    In the United States, more than half of post-consumer used clothing has been discarded into landfills (Chen & Burns, 2006). Redesigning used clothing could be a sustainable alternative to disposal. Through in-depth interviews, visual analysis of redesigned clothing, and questionnaires, redesign behavior was explored. Thirty women participated in the study (mean age 43.75, 86.67% Caucasian). Participants were divided into groups based on their experience with redesign. Redesign Consumers (RC) 30% of participants, hired someone for redesign or redesigned without advanced sewing and fashion design skills. Redesign Enthusiasts (RE), 33.33% of participants, redesigned clothing for themselves, implementing advanced sewing and design skills. Redesign Professionals (RP), 36.67% of participants, had sold redesigned garments in the past. The theory of planned behavior was used as a theoretical framework for data analysis (Ajzen, 1991). Participants had a generally high level of concern for the environment, were somewhat likely feel social pressure from friends and family to behave ecologically, and engaged in several types of sustainable fashion behaviors, especially wearing used clothing. Eighty percent (n = 16) intended to keep their redesigned garments and indicated high likelihood to redesign again in the future. Participants discussed barriers to redesigning clothing, such as worry that the garment wouldn’t turn out as expected. Almost half of participants (48.28%), expected to pay less than the original retail price of the garment for redesign which could make it difficult to profit from redesign. The findings will have practical implications for entrepreneurs, who might use these results to weigh the pros and cons of starting a new redesign business.